文旅案例 | 商街運(yùn)營：作為城市文化客廳的未來、從“千街一面”到“一街一品”

【友情提示】世界那么大，為防走散，請(qǐng)將AYS愛易設(shè)規(guī)劃設(shè)計(jì)事務(wù)所加星標(biāo)！關(guān)注愛易設(shè)，關(guān)注AYS規(guī)劃設(shè)計(jì)事務(wù)所，點(diǎn)擊上方名片-點(diǎn)右上角彈出菜單欄設(shè)為星標(biāo)即可。

從“景點(diǎn)觀光”到“在地體驗(yàn)”，從“走馬觀花”到“深度沉浸”，消費(fèi)者需求的轉(zhuǎn)變正重塑商業(yè)空間的邏輯。據(jù)文化和旅游部數(shù)據(jù)顯示，2025年國內(nèi)旅游總?cè)舜瓮仍鲩L超過90%，其中文化體驗(yàn)型消費(fèi)占比顯著提升。這一趨勢(shì)為商街發(fā)展帶來雙重啟示：單純購物功能已無法滿足市場(chǎng)需求，而具備文化屬性、體驗(yàn)特色的商街正成為城市文旅新地標(biāo)。在這樣的大背景下，商街運(yùn)營必須超越傳統(tǒng)“收租管理”模式，轉(zhuǎn)向“內(nèi)容運(yùn)營+場(chǎng)景營造+生態(tài)構(gòu)建”的綜合發(fā)展路徑。成功的商街不再只是品牌集合地，而是成為講述城市故事、提供情感價(jià)值、創(chuàng)造記憶點(diǎn)的文化容器。

一、以文化定位為根基：從“千街一面”到“一街一品”，精準(zhǔn)的文化定位是商街差異化的起點(diǎn)。每個(gè)城市都有其獨(dú)特的文化基因，商街運(yùn)營需要挖掘在地文化元素，將其轉(zhuǎn)化為可體驗(yàn)、可消費(fèi)的產(chǎn)品形態(tài)。

案例剖析：成都寬窄巷子。寬窄巷子的成功絕非偶然。這條清代街區(qū)在改造中堅(jiān)守“少城”文化根基，完整保留了“魚骨狀”巷弄格局和川西民居建筑風(fēng)格。其招商并非簡(jiǎn)單引入高端品牌，而是嚴(yán)選與“老成都生活美學(xué)”相契合的業(yè)態(tài)：本土茶社、川劇戲園、非遺工坊、創(chuàng)意市集。運(yùn)營方通過“文化準(zhǔn)入機(jī)制”，確保每家店鋪都能貢獻(xiàn)獨(dú)特文化敘事——哪怕是星巴克，也特別設(shè)計(jì)了竹編元素、川劇臉譜融合的門店風(fēng)格。實(shí)踐啟示：商街招商前應(yīng)進(jìn)行系統(tǒng)的文化挖掘，形成清晰的“文化圖譜”。招商標(biāo)準(zhǔn)中應(yīng)設(shè)置“文化契合度”權(quán)重，優(yōu)先引入能詮釋、活化本地文化的品牌和主理人。

From "touring scenic spots" to "local experiences", from "quick sightseeing" to "deep immersion", the shift in consumer demands is reshaping the logic of commercial spaces. According to data from the Ministry of Culture and Tourism, the total number of domestic tourists in 2023 increased by more than 90% year-on-year, with the proportion of cultural experience-type consumption significantly rising. This trend brings dual inspirations for the development of commercial streets: the sole shopping function can no longer meet market demands, and commercial streets with cultural attributes and distinctive experiences are becoming new urban cultural and tourism landmarks. In this broader context, the operation of commercial streets must go beyond the traditional "rental management" model and shift to a comprehensive development path of "content operation + scene creation + ecosystem construction". A successful commercial street is no longer just a collection of brands, but becomes a cultural container that tells the story of the city, provides emotional value, and creates memorable points.

1. Based on cultural positioning: From "the same streets everywhere" to "one street, one specialty", precise cultural positioning is the starting point for the differentiation of commercial streets. 。 Every city has its unique cultural DNA. The operation of commercial streets requires the exploration of local cultural elements and their transformation into experiential and consumable product forms. Case analysis: The Wenhua Xianxiang in Chengdu. The success of Wenhua Xianxiang was not accidental. This Qing Dynasty district, during its renovation, adhered to the "Less City" cultural foundation and completely preserved the "fishbone-shaped" alley layout and the architectural style of the western Sichuan region. Its recruitment was not simply introducing high-end brands, but carefully selecting business formats that were in line with "the old Chengdu lifestyle aesthetics": local tea houses, Sichuan opera theaters, heritage workshops, and creative markets. The operator ensured that each store could contribute a unique cultural narrative through the "cultural admission mechanism" - even Starbucks specially designed a store style integrating bamboo weaving elements and Sichuan opera makeup. Practical lessons: Before recruiting for commercial streets, a systematic cultural exploration should be conducted to form a clear "cultural map". In the recruitment standards, the weight of "cultural compatibility" should be set, and brands and managers that can interpret and activate local culture should be given priority.

二、內(nèi)容場(chǎng)景化構(gòu)建：從“商品陳列”到“情境營造”，現(xiàn)代消費(fèi)者尤其是Z世代，追求的是“可拍照、可分享、可沉浸”的場(chǎng)景體驗(yàn)。商街需要從線性購物空間轉(zhuǎn)型為多維體驗(yàn)劇場(chǎng)。

案例剖析：廣州永慶坊的漸進(jìn)式更新。永慶坊沒有采用大拆大建，而是以“微改造”方式保留西關(guān)風(fēng)情，同時(shí)注入現(xiàn)代內(nèi)容。粵劇藝術(shù)博物館不僅是展覽空間，更定期舉辦體驗(yàn)工坊；老騎樓里嵌入現(xiàn)代設(shè)計(jì)書店，舉辦本土作家沙龍；麻石小巷中分布著創(chuàng)新廣府菜餐廳，食客可參與烹飪課程。運(yùn)營方更打造“永慶有禮了”節(jié)日IP，結(jié)合中秋、端午等節(jié)氣，設(shè)計(jì)尋寶游戲、非遺體驗(yàn)等互動(dòng)內(nèi)容，使游客停留時(shí)間延長至傳統(tǒng)商街的2-3倍。實(shí)踐啟示：商街應(yīng)規(guī)劃合理的業(yè)態(tài)“呼吸節(jié)奏”——文化體驗(yàn)（博物館、工坊）、休閑社交（咖啡館、書吧）、消費(fèi)購物（零售店）按一定比例交錯(cuò)分布，形成張弛有度的體驗(yàn)流線。

三、節(jié)事活動(dòng)驅(qū)動(dòng)：從“靜態(tài)場(chǎng)域”到“活力舞臺(tái)”，持續(xù)的內(nèi)容更新是商街保持熱度的關(guān)鍵。品牌化的節(jié)事活動(dòng)能夠制造持續(xù)吸引力，形成“常來常新”的消費(fèi)期待。

案例剖析：蘇州淮海街的日系主題活化這條原本普通的商業(yè)街，通過整體改造為日式風(fēng)格街區(qū)，并策劃全年無休的主題活動(dòng)：春季櫻花祭、夏季納涼祭、秋季紅葉祭、冬季新年祭。每個(gè)節(jié)慶都配套特色市集、表演、限定美食。運(yùn)營方還引入日本知名IP合作，如與《名偵探柯南》聯(lián)動(dòng)的解謎游街活動(dòng)，吸引大量年輕客群。這些活動(dòng)不僅提升客流，更帶動(dòng)商戶季度銷售額平均增長40%。實(shí)踐啟示：商街應(yīng)建立“年度活動(dòng)日歷”，結(jié)合傳統(tǒng)文化節(jié)日、城市特色節(jié)日、自創(chuàng)IP活動(dòng)，形成穩(wěn)定的內(nèi)容輸出節(jié)奏。活動(dòng)設(shè)計(jì)需注重參與感，讓游客從旁觀者變?yōu)閰⑴c者。

II. Content Scenario Construction: From "Product Display" to "Scenario Creation", modern consumers, especially the Z-generation, pursue "photographable, shareable, immersive" scenario experiences. The commercial street needs to transform from a linear shopping space to a multi-dimensional experience theater.

Case Analysis: The Progressive Renewal of Guangzhou Yongqingfang. Yongqingfang did not adopt large-scale demolition and reconstruction; instead, it retained the West District style through "micro-renovation" and injected modern content. The Cantonese Opera Art Museum is not only an exhibition space but also regularly holds experience workshops; old arcades are embedded with modern design bookstores, hosting local writers' salons; and the granite alleys are dotted with innovative Cantonese cuisine restaurants, where diners can participate in cooking courses. The operator also created the "Yongqing Has Gifts" festival IP, combining traditional festivals such as Mid-Autumn and Dragon Boat with treasure hunt games and非遺 experiences， extending tourists' stay time to 2-3 times that of a traditional commercial street. Practical Insights： The commercial street should plan a reasonable "breathing rhythm" for its business types - cultural experiences (museums， workshops)， leisure and social interaction (cafes， bookstores)， and consumption and shopping (retail stores) should be distributed in a certain ratio， forming a balanced experience flow.

III. Festival Event Driven： From "Static Field" to "Vibrant Stage"， continuous content updates are the key to keeping the commercial street popular. Branding festival events can create continuous appeal and form a "regularly coming and constantly changing" consumption expectation. Case Analysis： The Japanese-themed revitalization of Suzhou Huaihai Street， this originally ordinary commercial street， was transformed into a Japanese-style district through overall renovation and planned with year-round non-stop theme activities： spring cherry blossom festival， summer cooling festival， autumn red leaf festival， and winter New Year festival. Each festival is accompanied by special markets， performances， and limited-time delicacies. The operator also introduced Japanese well-known IPs for cooperation， such as the puzzle street activity linked with "Detective Conan"， attracting a large number of young customers. These activities not only increase foot traffic but also drive a 40% average quarterly sales growth for merchants. Practical Insights： The commercial street should establish an "annual event calendar"， combining traditional cultural festivals， city-specific festivals， and self-created IP events， to form a stable content output rhythm. The design of the events should focus on participation， turning tourists from observers into participants.

四、數(shù)字化賦能運(yùn)營：從“到店消費(fèi)”到“全時(shí)連接”，智慧化系統(tǒng)正成為現(xiàn)代商街的“隱形骨架”。數(shù)字化不僅提升運(yùn)營效率，更創(chuàng)造線上線下融合的新體驗(yàn)。

案例剖析：上海北外灘來福士“城市市集”。該項(xiàng)目利用小程序打造“線上導(dǎo)覽+線下體驗(yàn)”閉環(huán)：游客可通過AR導(dǎo)航尋找店鋪，掃描二維碼獲取老物件背后的故事，參與線上打卡集章活動(dòng)兌換優(yōu)惠。運(yùn)營方通過客流熱力圖分析，動(dòng)態(tài)調(diào)整活動(dòng)區(qū)域和商鋪位置；通過消費(fèi)數(shù)據(jù)分析，指導(dǎo)商戶優(yōu)化商品結(jié)構(gòu)。數(shù)字化工具使商街的復(fù)訪率提升至35%，遠(yuǎn)高于行業(yè)平均水平。實(shí)踐啟示：商街應(yīng)構(gòu)建“數(shù)據(jù)中臺(tái)”，整合客流、消費(fèi)、行為等多維度數(shù)據(jù)，實(shí)現(xiàn)精準(zhǔn)招商、精準(zhǔn)營銷、精準(zhǔn)服務(wù)。同時(shí)利用短視頻、直播等新媒體，打造商街的“數(shù)字分身”，延伸體驗(yàn)邊界。

五、共生型生態(tài)構(gòu)建：從“租賃關(guān)系”到“伙伴關(guān)系”，新型商街運(yùn)營需要打破業(yè)主與商戶的傳統(tǒng)對(duì)立，構(gòu)建價(jià)值共創(chuàng)的生態(tài)共同體。

案例剖析：重慶紫薇路“主理人社區(qū)”。這條不到500米的街區(qū)，聚集了30多家主理人店鋪。運(yùn)營方采用“保底租金+營業(yè)額分成”的靈活模式，降低創(chuàng)業(yè)者門檻。每月組織“主理人沙龍”，分享運(yùn)營經(jīng)驗(yàn)、對(duì)接資源。更設(shè)立“品牌成長基金”，資助有潛力的本土品牌進(jìn)行空間升級(jí)、產(chǎn)品研發(fā)。這種共生模式培育出多個(gè)區(qū)域網(wǎng)紅品牌，形成強(qiáng)大的品牌孵化能力。實(shí)踐啟示：商街應(yīng)建立商戶分級(jí)培育體系，對(duì)初創(chuàng)品牌提供孵化支持，對(duì)成熟品牌提供擴(kuò)張助力。定期組織資源對(duì)接、培訓(xùn)交流，形成知識(shí)共享、資源互助的良性生態(tài)。

六、可持續(xù)運(yùn)營：長期主義的價(jià)值堅(jiān)守，文旅商街的成功需要時(shí)間沉淀，運(yùn)營方需抵制短期利益誘惑，堅(jiān)持長期價(jià)值。

案例參考：日本東京 Ginza Six。該項(xiàng)目在招商中堅(jiān)守“日本美學(xué)全球化表達(dá)”定位，即使面對(duì)國際大牌的入駐申請(qǐng)，也要求其提供專屬設(shè)計(jì)或產(chǎn)品線。運(yùn)營方設(shè)立“文化策展人”職位，持續(xù)策劃藝術(shù)展覽、文化講座，保持項(xiàng)目的新鮮感和文化深度。六年來，項(xiàng)目已從高端購物中心升級(jí)為東京文化地標(biāo)，證明了文化堅(jiān)守的商業(yè)價(jià)值。核心要義：商街運(yùn)營需建立“文化保護(hù)紅線”和“業(yè)態(tài)更新機(jī)制”，既要防止過度商業(yè)化侵蝕文化本色，又要通過持續(xù)的內(nèi)容創(chuàng)新保持活力。

IV. Digital Empowerment of Operations: From "In-store Consumption" to "Always Connected", Intelligent Systems Are Becoming the "Invisible Framework" of Modern Shopping Malls. Digitalization not only enhances operational efficiency but also creates a new experience that integrates online and offline. Case Analysis: Shanghai Beifantan Lufu Shang. This project uses a mini-program to create a closed loop of "online guided tour + offline experience": Tourists can use AR navigation to find stores, scan QR codes to obtain stories behind old objects, and participate in online打卡 activities to exchange discounts. The operator analyzes the heat map of passenger flow and dynamically adjusts activity areas and store locations； through consumption data analysis， it guides merchants to optimize product structures. Digital tools have increased the revisit rate of the shopping mall to 35%， far above the industry average. Practical Insights： Shopping malls should build a "data platform"， integrate multi-dimensional data such as passenger flow， consumption， and behavior， and achieve precise investment promotion， precise marketing， and precise services. At the same time， they should utilize new media such as short videos and live streaming to create the "digital avatar" of the shopping mall， extending the experience boundaries.

V. Symbiotic Ecological Construction： From "Leasing Relationship" to "Partnership"， New-Type Shopping Mall Operations Need to Break the Traditional Opposition between Owners and Merchants and Build an Ecological Community of Value Creation. Case Analysis: Chongqing Ziwiru "Mastermind Community". This less than 500-meter street houses 30+ merchant stores. The operator adopts a flexible model of "guaranteed rent + revenue sharing", reducing the threshold for entrepreneurs. Monthly "Mastermind Salon" is organized to share operation experience and connect resources. A "Brand Growth Fund" is also established to fund local brands with potential for space upgrades and product development. This symbiotic model has nurtured multiple regional網(wǎng)紅 brands， forming a strong brand incubation capability. Practical Insights： Shopping malls should establish a merchant classification cultivation system， providing incubation support for start-up brands and expansion assistance for mature brands. Regularly organize resource connections， training exchanges， to form a virtuous ecosystem of knowledge sharing and resource mutual assistance.

VI. Sustainable Operations： The Value of Long-Termism. The success of cultural tourism shopping malls requires time to settle. Operators should resist the temptation of short-term interests and adhere to long-term value. Reference Case： Ginza Six in Tokyo， Japan. In the recruitment process， this project adheres to the positioning of "global expression of Japanese aesthetics"， even when facing applications from international brands， it requires them to provide exclusive design or product lines. The operator sets up the position of "Cultural Curator"， continuously planning art exhibitions and cultural lectures to maintain the freshness and cultural depth of the project. Over the past six years， the project has upgraded from a high-end shopping center to a cultural landmark in Tokyo， proving the commercial value of cultural persistence. Core Essence： Shopping mall operations need to establish a "cultural protection red line" and "business model renewal mechanism"， preventing excessive commercialization from eroding the cultural essence， and maintaining vitality through continuous content innovation.

- END -

內(nèi)容整理｜愛易設(shè)規(guī)劃設(shè)計(jì)事務(wù)所、AYS愛易設(shè)

素材來源｜部分文案及圖片來源于網(wǎng)絡(luò)

文章聲明｜文章及圖片內(nèi)容僅供參考，我們尊重原創(chuàng)和知識(shí)產(chǎn)權(quán)，所有轉(zhuǎn)載或改編均會(huì)明確標(biāo)注出處；若不慎侵犯了第三方權(quán)益，請(qǐng)立即聯(lián)系我們，我們將盡快處理。

易老師聯(lián)系方式：13717943868